customer journey mapping - benefits & getting started

Customer Journey Mapping

GET SOCIAL#CJM@AileenCahill@Custoholic

NEDMA – May 15,2017

©2015 suitecx – Confidential

Customer Experience Glossary of Terms

• Customer: Any person coming in contact with the brand

• Experiences: The sum of what the customer takes away from ALL the interactions they've had with you

- Customers always have an experience (good, bad, or indifferent)

• Interactions: A memorable event – with a beginning, middle, and end

- The activities in which customers engages with the brand

• Touch Points: Inbound, Outbound, Interactive – human or automated

- A Touch Point is where emotions, process, systems, data all intersect - often the ‘fault line ‘between the company and the customer

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Difference Between CX & UX

Customer Experience Design - Looks at the entire experience across ALL

Interactions and throughout the entire customer journey

• Customer’s touch points with the brand are various and only some may involve

products or services

• Requires a great deal of business skills

User Experience Design - User interacting with one product or interface

• UX is a small subset of CX, as each product needs to be user friendly

• Requires physical design and ergonomics

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What IS Customer Journey Mapping?

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An Incredibly Powerful Customer Experience TOOL!

Visual Depiction of:• Customer Needs & Expectations vs. Actual Interactions and Experiences• Your Customer’s Experience vs Competitions• Current State vs. Desired State


• Customer insight driven Invest/divest

• Customer needs • Pain Points• Moments of

Truth• Competitive

Differentiation

• ID ‘white spaces’

• Unmet audience needs

• Determine table stakes

• Define GTM strategy

• Prioritize development

• Sales decline

• Competitor encroachment

• NPS/CSAT declines

• Increased Complaints

• Guide UX• Defines Path to

Purchase• ID moments of

truth• Conversion

points

• Campaigns focused on Experience & Journey

• Personalized

• Targeted

• Triggered

• Time based

When Should You Use Customer Journey Mapping?

Strategic Planning

ALWAYS! It Builds Customer Value from Strategy Execution

Precision MarketingUX InputsBiz ChallengeNew Products

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BENEFITS - Companies That Use CJM Perform Better!


A Customer Journey Mapping Prototype Plan

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10-20 Days

25-30 Days

15-20 Days*

1. Current

State

2. Experience

Mapping

3. Recco’s

Plan• Scope

• Objectives

• Resources

Gather• Artifacts

• Research

• Analytics

Map• Design & Ideate• Plot Interactions• Metrics, Data &

Collateral

Outputs• Drill Downs

• Prioritization

• Biz Case

Roadmap

• Recommendations

• Roadmap

• Resource Requirements


Best Practices and Principles of CJM

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Put Yourself in Your Customers Shoes…

What are they:

• Thinking

• Feeling

• DoingAwareness Exploration Consideration Trial Repeat Evangelism

Longitudinally Across Their Lifecycle

• Convene a cross functional team representing Sales, Service, Support and key interaction owners such as retail, web, ecommerce. Customer Experience is EVERYONE’s job

• Conduct research – Mystery shopping, customer interviews, call center listening posts…


What Makes A Good Journey Map?

• A visualization of customer interactions through many filters e.g. emotional, rational…

• Living document that evolves

• A harmonized reflection of the Voice of the Customer

• Detail level commensurate with objectives & biz purpose

• Art meets science with a dash of chemistry

• Multiple stakeholders and agency partners involved

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Company Personality Impacts Your ‘Approach’

Experience Design

PA

IN O

R O

BJE

CT

IVE

ST

RA

TE

GY

OR

NE

W P

RO

DU

CT

Approaches

UX vs. CX

Methodologies

Company Personalities

Application

Co

nsu

ltan

cy/M

arke

tin

g Se

rvic

e Pr

ovi

der

s

Agen

cy

Map

All

Tou

ches

–H

ypo

thes

is

Qu

ick Fire/Prob

lem So

lving

/Story

Six

Sigm

a &

Dat

a

Emo

tion

al/Person

a/Ethn

ograp

hic

Syst

ems

Des

ign

Agile

Cam

pai

gns/

Use

Cas

esB

rand

Ad

s/Digital/So

cial

Fast Paced/G

oo

d

Eno

ugh

/No

n-

traditio

nal

Det

ail O

rien

ted

/ C

on

serv

ativ

e

Typical ‘coaches’

Drivers

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Objective – a SYNCHRONIZED 360o Customer Experience

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Ideally, a Data Management Platform - DMP


Pulling It All Together

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Data

Communications

Processes

VOC surveys

Interviews

Customer Journey

Emotions


Mapping Gives You Context And Emotional Insights


START - Customer Segments &/or Personas

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Benefits of Segments• Statistically rigorous• Quantitative customer

representation• Robust analytic modeling possible

– Predictive analytics, “Look Alike” & targeting

Benefits of Personas• Bring to life what customers are

thinking/doing/feeling• Provide emotional cues• Readily relatable• Enriches organizational

understanding


Then Use Your Data – Big, Smart or any ;^)

• Compile your data to reflect the customer lifecycle and journey

• Pull data together from all technologies and platforms

• Map to the lifecycle then:

- Create scenarios by buyer segments

- Look at path to purchase – best, worst, most trodden

- Look at path to repurchase – best, worst, evangelism

- Is there an obvious loyalty path?

- Look at other elements based on your Industry/Vertical

- Don’t forget to add in partners or multi-level B2B supply chains

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Be Sure to Include Digital Data & Analytics

• Clickstreams

• Rating and Rankings

• Social data

• Path to Purchase

• Conversion clickstreams

• 3rd party data from your vendors

• Web, email and SEM streams

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Kimberly ClarkJumpstartMDBank of the WestXanterra

Case Studies


Approach #1 – Big Picture Opportunity Identification

Objectives

• Quick Diagnostic – First Days on the New Job

• CX Driven Innovation – white space, new product development, competitive advantage

Approach

• ID lifecycle phases and key interactions

• Story-tell/Map across departments – expose over/underlaps & waste/gaps

• Current state – Inch Deep Mile Wide

• Then Future State & Roadmap for Transformation

Outcomes

• High level view - socializing information

• High level action items

• Basis for validation, business case & ongoing research

Next Steps

• Fleshing out touchpoints or deeper dives into stories to answer questions or address ideas

Tips

• By mapping inside out first – Spending on touches your customers may never resonate with…

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• Approved Phase 2 implementation of new programs• Deep Dive Journeys

• Quick Fire Workshops – 3 Days 2 Brands• Defined buying journey through research and interviews • Created views with MOT’s and likely buying patterns• Mapped Lifecycle e.g. pre-natal/first 100 days/active toddler; MOTs,

typical content consumption and campaigns• Recommendations for People/Process/Data/Technology

requirements

C H A L L E N G E / O P P O R T U N I T Y

R E S U LT S

A P P R O A C H / S O L U T I O N

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Case Study #1 – Global CRM Opportunity Assessment

Global CRM team needed to understand customer journey by market

Gap assessment, maturity model, Business Case & 3 yrplan


KOR Future NCE Traditional – Aversion to Trial

Current state KC touch

New KC touch

Non-KC Consumer Action


KOR Future with Care Giver – Aversion to Trial

Current state KC touch

Non-KC Consumer Action

Care Giver Action


Website

Pages Visited

Two Moms go to Huggies Site & Enroll in Baby Club

Baby is due any day and mom is online trying to arrange last

minute details for baby’s arrival.

She is physically uncomfortable and needs to complete her

preparations online. Including getting diapers for her new baby.

She visits huggies.com. There she finds a wealth of helpful

information and signs up for Baby Club.

D ATA C O L L E C T I O N

Email

Address

Due Date

& Gender


First time mother

Went to prenatal pages on site

Data Enrichment – Fashion

conscious

Cookie Pooling – Heavy social

media

Experienced Mom

Went to parenting pages on site

Data Enrichment – Owns home

Cookie Pooling – Been on

parenting sites for over a year

Identification

Jennifer 20 years old

Trudy 30 years old

Data

Enrichm

ent

Cookie

Poolin

g

K C AC T I O N

SegmentationSegmentation

I N S I G H T

These Moms

are Quite

Different!

©2015 suitecx – Confidential24 © 2015 Merkle. All Rights Reserved. Confidential

Congratulations

on your brand

new baby

daughter!

Helpful tips

for new

moms

New Mom

survey

Congratulation

s on your new

family member

Links to content &

vloggers – managing

multiple children < 4 yrs

old and Introducing

toddler to a new sibling

Community

Invitation; Time

saving tips for

busy moms & user

generated content

K C O P P O R T U N I T Y

Targeted Email Communications:

Targeted Communications


First time

mother

Trudy 30 years old

Experienced

Mom

©2015 suitecx – Confidential25 © 2015 Merkle. All Rights Reserved. Confidential

K C O P P O R T U N I T Y

Retargetin

g

She’s energetically

posting many pictures of

her new baby on

Facebook and shopping

for mommy & me fashions

She’s tired and

looking for time

saving tips & tricks

Social media

sites

Children’s and

women’s

clothing sites

Parenting

websites

Online

shopping sites

Age & Weight

Based

Sampling

E-Commerce

Subscription

Website Pages Visited

D A T A C O L L E C T I O N

Terrestrial Address

Child’s

Weight &

Name


First time

mother

Trudy 30 years old

Experienced

Mom

Retargeting & Data Collection

Call To

Action


Approach #2 – Research-based & Deep

Use - Specific pain point or business challenge

Approach – Drill Down• Define tight parameters of where you’re going to focus• ID every touch you can find & Identify Marketing Assets & Collateral – content, tools, programs, creative and

annotate with MOT, Pain Points, Data etc.• Pinpoint “Gaps & Overlaps”• Identify and document Potential Problems or Weaknesses - missing or inaccessible data, channel silos,

organizational barriers

Outcomes – Specific Findings• Recommendations at a granular level• Actionable opportunities

Next Steps

• Augment with Audience user research and mystery shopping

• Pull in as much performance data as possible

Tips• Data driven analysis on acquisition, retention, churn and key gaps is critical to support the mapping

activities with solid proof

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• Immediate decrease in patient drop off• Increased patient referrals• Improvement in comments around the patient experience

• Conduct company-wide interviews with patients & employees

• Create customer journey maps fully understand the patient experience across all lifecycle stages

• Develop initiatives to close gaps around organization, processes, information and technology

• Need for a marketing automation solution


R E S U LT S


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#2 Case Study “Growing Pains”Identify reasons for decreased revenue and retention

Inordinate focus on acquisition and growth by expansion left patients feeling neglected.


360o Experience Mapping pulls it all together

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Approach #3 – Opportunity Assessment

Objectives

• Outside In – Focus through lens of customer & competitive dynamics

• Balance - wide enough to see the big picture and just deep enough see key elements & moments of truth

Approach – First wide then strategic drill downs• Map as many competitors comparisons as possible to have a range of information to draw from• Personas are great here – especially if you are targeting prospect groups you don’t know well• Pinpoint key moments of truth – lifecycle, friction in the process, personas that have very different

expectations

Outcomes• ID Actionable opportunities• Investment guidance – what's table stakes – what's nice to have – what not to focus on at all

Next Steps

• Augment with robust user research

• Story telling by lifecycle and persona brings it to life

Tips• Mapping by persona as a great way to research your competitors when developing a new product/service for

purposes of driving design, and UX

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• All future new products will be grounded in CX• Bank maintaining competitive database for ongoing Bank projects• Legacy processes were a deal breaker competition onboarding in

hours BOW in weeks• Target audience acquisition deemed too expensive

• Document current customer experience across competitors• Map entire customer journey; Awareness, Funding, Account

Opening, & Closing• Compared across key personas to ID pain points & moments of truth• Identified myriad of opportunities for winning combo of best

product offering and customer experience


R E S U LT S


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#3 Case Study – Opportunity Assessment NPD

Enter a new market for a state-of-the-art banking

A fresh approach for launching product with a competitive advantage


Molly Millennial Vs Samantha Senior – PersonaCJM Comparison


Consumer Mapping

Experience Mapping isn’t a stand-alone exercise

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Mapping only outbound touchesDoes not address the whole customer experience. Omits initiation points as Well as feedback loop. Solution: Map ALL interactions to get a full picture

No clear view of outcomes Interesting collection of facts that are not actionable. No understanding of how they connect.Solution: Focus on actionable insights and the initial objectives .

Organizational Alignment Need the full cooperation and access to the staff across the organization to be sure the right information is collected and shared.Solution: Be as deep and wide as possible

Process Only MappingProvides lots of data but no real insight into the emotions of the employees or customers limiting actionable insights. Solution: Be sure to add emotional inputs, ethnographic research and VOC /VOE.


Common Challenges

• Organizational Silos

• Executive Alignment

• Resource Allocation

• Metrics

• Advertising & Marketing Agencies

• Common Understanding of Most Valuable Customers

• Defined & Objective Customer Experience Goals

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Q&A

[email protected]@AileenCahill

Thank You!

suitecx.com@custoholic


Approach: Blended - start agile drive deeperUse Case – Find the opportunity – develop an action plan

Objectives

• Quickly determine where the best use of focus/funds might be

• Create actionable approach – do now, do next, fit in, do not

• Move complex organization forward - together

Approach

• Diagnostic for a broad view of VOC, VOE, CX Maturity – ID key areas for improvement

• Mystery shop an story-tell/map across properties to ID CX issues

• Develop segments and supporting personas for use in strategy (investment) and tactics (campaign planning, cross sell)

• Map future state 3 year roadmap

• Create future state experiences for training hospitality teams and transformation

• Create CX driven precision marketing

• Outcomes

• Both executives and part time teams ‘get it’ at a level they can relate to

• Up to 800% lift in campaign response – REALLY

• 3 year investment plan with benchmarks and KPI’s being achieved

• Next steps

• Ongoing updates and continuous improvement using mapping and added data as it is available

Tips

• By mapping outside in first – able to see what need to be fixed NOW as well as opportunities for future investment

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• Using as a basis for 2015 go to market strategy• Creating lifecycle marketing using new CRM database and toolkit

• Developed journey maps for top brands and properties• Identified strengths and weaknesses for each property across customer lifecycle• Created a lifecycle marketing strategy


R E S U L T S


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Case StudyUse Case – Creating precision marketing strategy to execution

Hospitality conglomerate had multiple properties with different experiences

Marketing was challenged with pulling emotional and rational information together

In order to drive revenue using new segmentation and marketing platform needed to understand guest journey